2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

Introducing, the first ever campaign that follows the cycle of Ramadan to the minute. The McDonald’s Iftar Sand Clock. We transformed people’s beloved McDonald’s menu items such as the Fries, the Big Mac and the Sundae, into sand clocks. At every sunrise they would be empty and as the day goes by, they would fill up. Taking a whole 12 hours to do so. Just in time for sunset, they would reveal themselves fully. The sand clocks were published on interactive digital screens.

Cultural / Context information for the jury

Ramadan is the month where Muslims fast. From sunrise to sunset, one does not eat or drink. And so, in Muslim countries, it is not culturally appropriate to show food images in ads during the day. And this is especially true in Saudi Arabia, the heartland of Islam. Despite that, many restaurants in the Kingdom still advertise during the day. They do it in the hopes of getting people to choose their products for Iftar - the breaking of fast at sunset. McDonald’s Saudi Arabia also wanted to advertise its Iftar specials. But McDonald’s also wanted to remain culturally sensitive and respectful. Our challenge was to achieve both.

Tell the jury about the animated / interactive / dynamic component of the work.

The whole campaign and idea could not have happened without interactive screens. The timing of Iftar changes everyday, because the timing of sunset and sunrise change. Despite that, our sand clocks were up to date every day, and they worked perfectly on the timing of the day. And that was achieved easily because interactive screens can be programmed to behave differently every day.